With the guidance of the company’s chief creative officer, Marek Reichman, Brady personalized his car.

“When he does something on the field, he sees the result immediately,” Reichman told ESPN. “His world is very short in terms of timing. So one thing he made clear to us was that he wanted to be able to make a move and feel the immediacy of performance.”

Despite the high price tag and the fact that Aston Martin is only making 12 cars, executives at the British company feel that signing Brady was a good move.

“This car touches people through a voice in Tom that they understand,” Reichman said. “He speaks English in an American’s English, and he’s telling the world why he loves our product. It’s as simple as that.”